I think for a while some people felt the Google AI models are worse but now its getting much better. On the other hand Google has their own hardware so they can drive down the costs of using the models so it keeps pressure on Open AI do remain cost competitive. Then you have Anthropic which has very good models but is very expensive. But I've heard they are working with Amazon to build a data center with Amazons custom AI chips so maybe they can bring down their costs. In the end all these companies will need a good model and lower cost hardware to succeed.